Like many companies, you want to run a digital marketing campaign on social networks, with the goal of attracting your target audience and converting it into prospects and customers.
As you know, to be successful, the choice and quality of content play a vital role in the success of your marketing strategy.
And more than ever, it seems difficult to develop a marketing strategy without giving pride of place to the video.
Why adopt video marketing?
An adapted communication tool.
Consumers, more in demand than ever before, retain better the content they view.
Thus, whether to inform, teach or entertain, video has become a great communication tool. Video marketing is aimed at all businesses regardless of size, industry or target.
The importance of social media
The video boom is largely due to the growth of new uses, including social media.
If video remains the king format on these, its influence is felt today far beyond the mere consultation of social networks. Indeed, there is now a real convergence between consumer uses on television and smartphones.
A study conducted by AOL noted that, to date, 83% of consumers watch videos online every day and 69% view more videos online today than a year ago.
Finally, on the media used, 60% of consumers prefer to watch videos online or via a connected TV because it offers more flexibility.
It is therefore important to have a global strategy, online and offline.
The boom of mobile video
The study shows that 30% of consumers “can not live without” their smartphones, and this percentage will certainly increase as 67.1% of the world’s population will use mobile devices by 2019.
With numbers like these, it’s important for brands to focus on mobile technology first, not just when it comes to content.
Emerging mobile platforms and technologies such as virtual reality, 360 video and augmented reality require scalable ad formats at the height of their visual stimulation.
Video marketing: instructions and tips
Before you start, you still need to plan a marketing strategy for your business that intelligently integrates video.
This strategy does not need to be detailed and will surely be changed, but you should have a good idea of how you will use the video to best fit the goals of your business.
A solid strategy will also allow you to estimate your return on investment (ROI).
Objectives and targets.
Above all, understand that video marketing is a link in a bigger chain: content marketing. And before you start, you need to understand who you are addressing your content and what are its needs? Then, what is the purpose of your marketing video?
Generate traffic, improve retention, increase the conversion rate,…. In short, choose your objectives to be able to calculate your ROI and say whether your strategy was successful or not.
In front of each objective, put one or more channels of diffusion of your videos.
For example, to improve retention, you will send your videos by email, in the client area, on YouTube, etc.
Content and types of video
Then you can choose the type of video you will create. Educational videos? Entertaining? Practice? A mix of styles?
3 things will help you find the answers to these questions:
➢ the needs of your target (in priority)
➢ your mark
➢ your goals
Finally, find concepts for your videos
To put all this together, you will need resources to write, shoot, edit and promote the videos.
With a low budget, it is often the employee in charge of marketing who is responsible for carrying out all these tasks. For medium and large budgets, it is possible to call a service provider or to devote one or more people to it.
It is very important to predict who will be responsible for the different activities or even build a schedule for a first series of videos. Once again, it’s better to start with a good idea and see the results so you can readjust your strategy.
Top 5 Ways Video Marketing Has Evolved Branding
The rise of the video has become undeniable … starting with the live video!
Thus, 36% of consumers watch live video content each day. YouTube saw an 80% increase in its live video views in 2016 and Facebook launched the 360-degree live video, providing viewers with a unique experience.
With a more personalized online engagement with interactive formats, users expect their videos to be a new experience as well. That’s exactly what the live offers them with easy and exclusive access that puts them at the heart of the action.
We are at the beginning of an era of Direct, Live where each company can turn into media very easily, for a lower cost.
2. Immersive contents
Consumers are not interested in a passive experience. They want something engaging, something immersive.
They want something more and platforms like VR, 360, AR and live give them visually stimulating content.
This emerging form of narrative gives audiences the opportunity to be part of the story, and not just be a spectator. And because the percentage of people who consume immersive content should continue to grow, advertisers and publishers are increasingly interested in these new formats.
3. The “Mobile First”
If you do not think about mobile first, you’re already late. If brands are not willing to adapt to this mobile era, they need to be prepared to see their strategy surpassed by their mobile-targeting competitors first.
o 67% of consumers watch online videos every day on their mobile phones (Source: 2017 State of the Video Industry Research Study, AOL, 2017).
o 49% of consumers use their phones or tablets when they wake up before getting out of bed (Source: AOL, Omnibus Survey, 2016).
o A growing number of consumers have more than one device. The number of connected mobile devices per capita will reach 1.5 by 2020. (Cisco Visual Networking Index, 2016).
o 40% of advertisers anticipate an increase of 50% or more in digital mobile advertising spend.
o 42% of publishers expect a 50% or more increase in mobile digital advertising spend.
4. Artificial Intelligence
Artificial Intelligence strengthens brands’ relationships with consumers by anticipating the needs of the public before they become reality.
The AI does this by using consumer touchpoints and advertising platforms that process the data to help advertisers interact with their audience in a more personalized way.
This is exactly what consumers are looking for: contextual and relevant advertising that has the potential to offer help, advice or products based on their interests.
Marketers can use these ideas to shape their advertising strategies and anticipate the next need of their consumers: it is a real added value that it would be a shame not to exploit.
Storytelling has been cited for a few years as the best content format. The human being has been for millennia intrinsically captivated by stories. It is therefore natural to do the same in our videos.
With the advent of neuromarketing, emotions will be placed more and more at the heart of all business communication, especially at the heart of the content. And to this day, emotions are best transmitted through stories.
The storytelling can relate to the history of the employees, the CEO, the prospect, a client,etc…
As you can see, video is a relevant and particularly effective marketing tool, especially since it is a perfect match for the needs of consumers who are looking for clear, concise information.
The landscape of online video promises to evolve in the coming months, it’s up to you to be part of this change!
Whether it is to assist you in the definition of your digital strategy, the development of your communication plan, the writing of your messages or the design of videos (whatever the format: reportage, motion design, live, 360 ° video …)
The SEO agency or Magento development offers comprehensive services that will allow you to improve your visibility and spread your brand image!
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